By Bernard Kelvin CLIVE
Today, I want to share some lessons I learned regarding the power of consistency. It’s not just about the often-repeated mantra of “be consistent,” but about recognizing the deeper impact of consistency on our brands and businesses. Whether you’re an MSME or looking to grow your brand, consistency is imperative.
Early in my career, I organized several events, pushing the same type almost every quarter. Recently, someone who used to attend these events asked when the next one was happening, noting it had been a while. I explained that we had moved on to different, bigger ventures, though the foundational principles remained the same. This highlighted the importance of consistency—not just in doing the same thing repeatedly, but in continuously improving and adapting.
Consistency involves consistently improving and bettering your best. It’s not about sticking to actions that don’t benefit your brand or business. If you’re not seeing growth, improvement, or positive feedback, maintaining the same course can be detrimental. Regularly reviewing your path, progress, and feedback is crucial. Ask yourself: Am I making the desired impact? Reaching the right audience? Is it profitable? If the answers are negative and there’s no noticeable progress, you need to pivot.
Consistency should lead to progress. While some tasks require persistent effort until breakthrough, you must gauge if there’s increasing tension or vibration indicating progress. If there’s no growth, proper feedback, impact, reach, or profit, you’re being consistent without being progressive. This realization led me to re-strategize, review the market, and pivot to approaches that reached more people, made more impact, and ultimately, generated more profit.
Consistency is vital, but it must be accompanied by continuous improvement and growth.
For brands and businesses today, consistency must involve continuous improvement, audience expansion, and impactful service. To achieve this, follow these steps:
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Personal Growth and Capacity Building: As a personal brand, invest in yourself. Build capacity for the next level because what worked yesterday won’t necessarily take you forward. Enhance your skills, mental toughness, and knowledge through training and education to move your brand or business to the next level.
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Building the Right Team and Partnerships: You need the right people to help you grow. Without the right team and partnerships, reaching the next level of growth and maintaining consistent improvement is challenging. Networks and partnerships are crucial for support and shared development.
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Developing Effective Strategies and Systems: Having the right strategies and systems in place is vital for growth. Properly planning and executing your strategies ensures you can reach more people, make a significant impact, and become more profitable.
Learning from Successful Leaders and Brands
Recently, I heard a profound statement from the founder of ICGC. He shared that after decades of preaching and growing his congregation using specific strategies, he realized the need for a new approach to reach a new generation and make a massive impact. He emphasized during the recent Greater Works conference in Accra, that moving forward in business and ministry required new partnerships and strategies to continue growing and impacting lives.
This lesson is helpful for any brand or business. Even if you’ve seen progress over the years, reassessing your vision and mission is essential. Determine where you want to go in the next stage of your brand or business. Identify the audience you want to reach and how you want to impact them. If you’ve exhausted one area, consider moving to a different field or adding new elements to your current area while dropping ineffective ones. This is still consistent—in growth and adaptation.
Big brands exemplify this. They don’t just stick to one product or service. Look at major companies in the food chain or automobile industries; they diversify, owning multiple brands and products across different niches, yet they maintain growth and strength. The key is to constantly evolve, improve, and better your best, ensuring your brand or business grows and remains impactful.
Consistency in the context of brand growth means regularly evaluating and realigning your strategies to meet changing market demands and audience needs. For instance, a company like Apple doesn’t just stick to one product. They started with computers, then expanded into music players, phones, tablets, and services like iCloud. This diversification is a form of consistency in growth and innovation, allowing them to stay relevant and profitable.
When you look at successful brands, you’ll notice they have a common trait: the ability to adapt while maintaining their core values. Coca-Cola, for example, has been around for over a century. They’ve consistently delivered their core product but have also introduced new flavors, and healthier options, and diversified into other beverages. This ability to adapt while staying true to their core identity has kept them at the forefront of the beverage industry.
For smaller businesses and personal brands, the lesson is clear: don’t be afraid to pivot and adapt. If a particular strategy or product isn’t yielding the desired results, it’s time to reassess and adjust. This doesn’t mean abandoning your core values or mission but finding new ways to express and fulfill them. Consistency in this context means being steadfast in your commitment to growth and improvement, even if it requires significant changes.
Another aspect of consistency is the need for continuous learning and development. The founder of ICGC didn’t rest on his laurels after decades of success. He recognized the need to keep learning and adapting to remain relevant and impactful. For brands and businesses, this means investing in training, staying updated with industry trends, and being open to new ideas and innovations.
Steps to Achieve Consistent Growth
To achieve consistent growth and impact in your business or personal brand, there are several key steps to follow:
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Personal Growth and Capacity Building: As a personal brand, investing in yourself is so important. You must build the capacity for the next level because what worked yesterday won’t necessarily take you forward. Enhance your skills, mental toughness, and knowledge through training and education to move your brand or business to the next level. The ability to adapt and learn continuously ensures that you stay relevant and can tackle new challenges effectively. For example, taking courses, attending workshops, and seeking mentorship can provide fresh perspectives and new skills that propel your growth.
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Building the Right Team and Partnerships: You need the right people to help you grow. Without the right team and partnerships, reaching the next level of growth and maintaining consistent improvement is challenging. Networks and partnerships are crucial for support and shared development. Collaborating with people who bring different skills and perspectives can help you innovate and expand your reach. For instance, hiring talented individuals who share your vision and partnering with other businesses or influencers can open new opportunities and markets.
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Developing Effective Strategies and Systems: Having the right strategies and systems in place is vital for growth. Properly planning and executing your strategies ensures you can reach more people, make a significant impact, and become more profitable. This involves setting clear goals, measuring progress, and being willing to adjust your approach based on feedback and results. Utilizing data and analytics to understand your market and audience better can guide your strategy and help you make informed decisions.
